一、名牌意识坚决实施名牌战略,是企业适应当前和未来商战势在“必”行的选择。笔者之所以把“牢固确立名牌意识”作为一种基本功,并且把它放在几种基本功之首,是因为,人的任何行动都总是受意识支配的。而在现实经济生活中,无论厂家商家的意识还是全民族、全社会的意识,离取得当前和未来商战胜利所应具备的名牌意识尚有相当大的距离。譬如,在还没有创出名牌的厂家商家中,还有相当一部分没把创名牌列入办事日程——尽管有的已列入计划或议事日程。在这些厂商的潜意识中,有一种很强的自卑乃至自甘落后意识——同类产品中已有那么 First, brand awareness and resolute implementation of the brand strategy is the choice for companies to adapt to current and future business warfare. The reason why the author has “firmly established brand awareness” as a basic skill, and put it at the top of several basic skills, because any action of a person is always dominated by consciousness. In real economic life, regardless of the awareness of manufacturers and merchants, or the awareness of the entire nation and the whole society, there is still a considerable distance from the brand awareness that should be possessed to obtain the current and future commercial war victory. For example, in the manufacturers who have not yet created a brand name, there is still a considerable number of brands that have not been included in the agenda - although some have been included in the plan or agenda. In the subconscious of these manufacturers, there is a strong sense of inferiority and even self-willing behind - in similar products already